Generating Corporate

Sponsorship Support

Raffa Learning Community

Tuesday, April 18th, 2017

9:00 AM – 11:00 AM

1891 Preston White Drive

Reston, VA 20191 Held at American College of Radiology

Your Host

Lewis Flax

– Develop strategy and structure for partnership programs

– Provide guidance on business development outreach

– Offer training, coaching, and consulting

– Review of documents and proposals

Email: lewis@flaxassociates.com

Phone: 202 266-2655 (w) 301 922-9309 (c)

Web: www.flaxassociates.com

Today’s Agenda

• Current status

• Better results

• Strategy and structure

• Outreach

• Next steps

Why

• Revenue decline

• New leadership (ED/CEO or Board)

• Funding needed for a critical initiative

Respondents from both State/Local organizations and smaller organizations showed noticeable decreases in the percent of

their budget revenue derived from dues

62% 66%

41% 43%

0%

10%

20%

30%

40%

50%

60%

70%

State/local <$1mn annual budget >50% of Budget From Dues

2014 2015

Q: Approximately what percentage of your organization’s annual budget comes from dues?

5 © 2015, Association TRENDS. All rights reserved.

More respondents reported starting new non-dues

revenue projects than in previous years, with those from

larger organizations leading the way with these

initiatives in 2015.

33%

45% 48%

54%

46% 43%

51%

42% 44%

[VALUE]

47%

[VALUE]

<$1mn annual budget

$1-4.9mn $5-9.9mn >$10mn

2013 2014 2015

46% 45%

[VALUE]

0%

10%

20%

30%

40%

50%

60%

2013 2014 2015

Q: Have you initiated any new non-dues revenue projects in the last 12 months?

6 © 2015, Association TRENDS. All rights reserved.

Challenges

Issues / challenges hindering our ability to

establish a partnership program

Typical Offerings

• Conference offerings

• Gala dinner

• Advertising

• Event or program sponsorships

• List rental

• Other

Event Attendance

Memorable?

Traditional Approach

• ‘Inventory’

• Transactional

• Difficult and time consuming

• Repetitive funding requests

• Impact on activities over time

Better Results: Partnerships

• Shift from one-off transactions to

partnerships

• Offer multi-channel year round benefits

• Implications

A Change in Approach

• Engagement first; dollars second

• Platforms and campaigns – not our events

Strategy Issues

• Not addressed

• Disconnect

• Internally focused on our needs

Develop our Strategy

• Specific process

• Align with our values and culture

• Acknowledge corporate goals

• Seek approval

Leadership Buy-In

Critical for success

Making the case

• Align with strategic plan

• Key organizational goals and objectives

• Barriers to success

• Address how to overcome the barriers

Why Companies Invest

• Generate new leads / clients

• Expand awareness – visibility / branding

• Increase brand loyalty

• Change / reinforce image

• Provide thought leadership

• Improve retention or recruitment

• Show community responsibility

A Shift In Views

• 87% of Americans are likely to switch from one brand to another – price and quality being equal – if the other brand is associated with a good cause (21% increase since 1993)

• 72% of American employees wish their employers would do more to support a cause or social issue (38% increase since 2004)

• 83% of Americans say companies have a responsibility to help support causes

Source: Cone Cause Evolution Study

Obtain Sponsor Input

Solicit feedback

• Understand their objectives

• Specific benefits

• Other ways to engage

• Successful partnerships

• Good questions – next steps

Interview Outreach

• Associated industries (2-5)

• Appropriate companies

• Focus on top prospects (80/20 rule)

• Key themes

Internal: Identify Assets

• Audience(s)

• Programs / events

• Communication channels

• Others

Assets: Audience(s)

• Member / donor base

• Other connections / affiliations

• Board, advisory groups, volunteers

• Others

Membership / Donor Base

• Members/donors represent a start

• Others that are not members or donors

• Evaluate compared to the potential

• Exponential opportunity - 5x!

Assets: Programs / Events

• Conferences / trade shows

• Gala events

• Programmatic initiatives

• Others

Assets: Communication Channels

• Website

• Magazines / e-newsletters

• Social media

• Direct mail / e-distribution

Leverage corporate communication channels

Convert Assets to Benefits

• Determine assets of interest

• Understand benefits from the perspective of

the sponsor

• Consider other potential benefits

• Establish platforms

Internal Assessment

• Ensure alignment with mission and culture

• Coordinate within your organization

• Clarify what is available for ‘sale’

• Determine parameters of involvement

• Respect “Organizational Tension”

Alignment of Interests

Organizational

Culture

Audience Interests

Sponsor Goals

Structure Benefits and Packages

• Establish platforms that align with corporate

interests

• Bundle benefits strategically

• Tier packages to incent companies to ‘buy-

up’

• Restrict benefits of greatest value

• Establish other limited offerings

at lower levels of support

Leadership Support

Critical for success

• Align with strategic plan

• Acknowledge cultural factors

• Ensure staff buy-in

• Address potential barriers

Initial Outreach

• Leverage volunteer leadership connections

• Appeal to interests

• Opportunities for involvement

• Specific requests

• Peer to peer interaction is preferred

Outreach: Differentiation

• Understand objectives first;

position offerings second

• Tailor responses / customize

Transition

• Respect

• Empower

• Strategic / difficult questions

• Relationship vs transaction

Involvement

• Others involved

• Promote others engaged

• Spur interest

Third Party Credibility

• Reference point

• Connection

Seek Input

• Draft format

• Edits, comments, and track changes

• Seek feedback, value their input, and gain

buy-in

Next Steps

• Interest in improving results

• Time/resources

• Strategies and tactics

• Actions in the next 21 days

• Impact on your organization

Questions?

Lewis Flax

lewis@flaxassociates.com

(202) 266-2655

(301) 922-9309

www.flaxassociates.com